When American Express decided to restore the Statue of
Liberty in 1983, they probably did so because historic preservation was the
right thing to do, and not because they solely intended to generate positive
opinion. But that they definitely did.1

When Dove/Unilever launched its ongoing Real Beauty campaign
twenty-one years later, it didn’t adopt a cause. It gave strategic thought to a
milestone initiative, with breakthrough creative, that continues to trigger
global opinion to put an end to derogatory female beauty stereotypes. The Dove
Self-Esteem Fund created by the brand now reaches 5+ million young women with
content on positive body image.1

Strategic initiatives such as this by proactive brands set a new
standard in social responsibility. Ultimately, however, they are addressing a
major change in consumer thought. A new sense of collective awareness on the
part of consumers, and their desire to participate in initiatives with social
impact, are utterly redefining traditional philanthropy for tax-exemption
purposes.

Corporate Social Responsibility (CSR) reflects this shift in public
opinion taking place at a societal level. Today’s more socially conscious
consumers are strongly aware of the difference they can make to hand down a
better world to future generations. And they are rising to the challenge.2

As a result, we face a momentous opportunity as marketers. Today’s
consumers represent an ideal CSR audience. A solid majority expect companies to
support socially responsible causes (91%), and believe that companies and
brands are key social and environmental agents as they have resources that
governments and NGOs don’t (88%). And they expect brands to use both
traditional and new media to reach them (89%).3

Millennials, considered the world’s top alpha-influencers, are a
critical constituent of the CSR audience. Three-fourths (75%) have shared
information about cause initiatives on social networks and two-thirds (67%)
expect a two-way dialogue with brands, sharing feedback good and bad.4

Hispanics, who represent one in five Millennials, also constitute key
cultural influencers for CSR. A whopping 71% of Hispanics are under the age of
40 vs. Non-Hispanic White (47%).5 Latinos have
brought a new meaning to the melting pot making acculturation a two-way street,
i.e. US culture influences Latinos but Latinos likewise exert relevant
influence on US culture.6 To top it all
off, Hispanics are five times as likely to share online content than
non-Hispanics.7

Likewise, as reaching Hispanics involves the use
of both languages — first-generation requires the use of Spanish, second and
third+ generations the use of English — strategically designed Hispanic
campaigns have the potential to cross over
and engage non-Hispanics. These novel, different approaches increase content
share-ability and set the stage for campaigns with more viral appeal.

Overall, these younger consumers of the new American mainstream bring
profound implications for CSR. For decades, broadcast media has traditionally
talked at the consumer. Today’s consumers definitely expect a two-way dialogue:
While 93% of consumers want to know what companies are doing, 91% also want
brands and companies to listen actively to what they have to say.8

Strategic CSR that is visible, tangible and interactive yields key benefits:
One in two (50%) consumers are willing to pay more for goods and services from
companies that have implemented programs to give back to the community.9 CSR represents a valuable addition to the
marketing toolbox.